sendwithus + kickbox webinar: segmentation
TRANSCRIPT
With Kelly Kenney (Sendwithus) & Matt Gonzales (Kickbox)
Hi, I’m Matt
● Partner Relations @ Kickbox
● 4 years in IT/IT Compliance; 4 years in the startup lifestyle
● Dad joke extraordinaire, gamer, educator
Hi, I’m Kelly
● Marketing @ Sendwithus
● Over 9 years in the Tech marketing field
● Email nerd, animal lover and cheese enthusiast
● Email template management
● Iterate / Optimize without deploying code
● Set up A/B tests, drip campaigns
● Simplify workflow with Litmus & Smartling integration
Kickbox & Sendwithus
● Email Address Verification
○ Bulk, Email list verification
○ Real-time verification API
● Recipient Authentication
About Kickbox
The Kickbox team has been in the email privacy and security industry for over 10 years.
Our background in anti-spam, anti-virus and email privacy comprises the foundation on which Kickbox was built.2014
Founded
Dallas, TXLondon, UKHeadquarters
About Sendwithus
● Y Combinator backed
● Control + Optimize Email
● Top 300 Email sender Worldwide
2013
Founded
San Francisco, CAVictoria, BCHeadquarters
Talking Points
Segmentation: What is it?
Practice of creating smaller lists, or segments, from a larger email list based upon commonalities.
58% of all revenue is generated by segmented or targeted emails, according to Direct Marketing Association (DMA) study.
Segmentation: Why is it important?
Your customers aren’t one-dimensional, so your data shouldn’t be either.
● No two customers are the same
● Segment to reach the customers that matter most to your business
Where do I begin?
The foundation of any successful email segmentation strategy is a clean, active, engaged foundation.
Kickbox identifies the good, the bad & the ugly email addresses in your data.
● Clean email lists prior to holidays
● Verify B2B lists every 3 months
● Verify B2C lists every 6 months
Now you’re ready to segment.
Top 3 ways to Segment: #1 Location, Location,
Location
Top 3 ways to Segment: #2 Demographics
● Age
● Gender
● Occupation/Industry
Top 3 ways to Segment: #3 Customer Journey
● Prompt users to perform an action
● A/B test messaging and offers
● Retail brand examples:
○ Added something to cart
○ Completed purchase
○ Review product
○ Repeat purchase
Segment by Quality Scores
● User state + previous engagement in a tool like Salesforce
● Segment by most engaged and ask for feedback
● Segment by least engaged, auto-sunset + win-back
Personalize to Increase Relevance
● Tailor messaging to your segments
● First names, signup or customer appreciation can do a long way
● Onboarding sequence
How to avoid stale email data
2 Ways to Ensure Fresh Data
● As soon as your pull the data it is aging
● Query as close to send● Update data as frequently as
possible
Integrate with Database
Frequency of data pull
● Best case scenario: holistic complete view of your customers
● Minimal involvement from data team
● Segment on whole picture
● Data consolidated from different sources● Complete view of your customer,
calculate Lifetime Value (LTV), etc.● Queries at time of send - always fresh
data!
Data Warehouses: What to Know
What’s the worst that can happen?
Timing is Everything
Wrong Data, Wrong Message
No Free Class for You
● Segment to the right audience● Marketing best practice:
Include promotion legalese
Perfect Segmentation Messaging
● Don't assume! - A/B Test!
● Treat email like a landing page
● Email is complicated. You can test:
○ SUBJECT LINES
○ INTRO TEXT
○ BODY STYLE
○ HEADINGS
○ CTAs and MORE!
Wrapping Up
● Email Segmentation =
● List hygiene is essential
● Segment, Segment, Segment
● Fresh data + Updated content = Happy Customers
Housekeeping
● Kickbox / Sendwithus Questions
● Follow-up Recording
● Swag Giveaway
How you doin’ [remembering all this information]?
Questions?